Sweden Uses Twitter to Highlight Country's Diversity

Sweden is taking a different approach to showcasing the cultural
diversity of their country, by allowing different Swedes to tweet under the Official @Sweden account, which is usually operated by VisitSweden and the Swedish Institute. In an article published by The Lede last week, they shared how each week a new Swedish citizen tweets on behalf of the country in an effort to promote the cultural diversity Sweden has to offer visitors.

“As the first country in the world, Sweden hands over the country’s official Twitter account to its citizens.The project Curators of Sweden is an initiative of the Swedish institute and VisitSweden, both part of NSU, the National Board for the promotion of Sweden. Every week another person receives exclusivity over the Twitter account @sweden, which aims to present the country of Sweden through the mix of skills, experiences and opinions it actually consists of. By means of the various curators’ narrations, not one Sweden is conveyed, but several.” via Curators of Sweden

Last week, Sweden was a truck driver named Hanna. This week, Sweden is a 38 year old mother of four and teacher.

The intent of the campaign is to feature a Swedish citizen, who will unbiasedly share their own thoughts, stories and information that is related to Sweden. “The idea is that the curators, through their tweets, create interest and arouse curiosity for Sweden and the wide range the country has to offer. The expectation is that the curators will paint a picture of Sweden, different to that usually obtained through traditional media.”

Would you hand over your social media accounts to your clients or customers? If you’re so confident in your product or service, what do you have to lose?

You can meet previously featured Swedes on the archive or follow @Sweden to see first-hand what makes Sweden unique.